MAGGI: Cook your difference to spice up Tet

MAGGI, a brand of seasonings, launched a campaign in Vietnam to get ahead of competitors by focusing on awareness, brand equity and impact on purchase motivation.

Campaign details

Brand: MAGGILead Agency: OGILVY VIETNAMRegion: APAC

Strategy

Objective

Tet 2021 arrived with an unprecedented challenge. Covid-19 profusely shifted consumer needs and behavior. Consumers have less to spend, they stay in-home more, consume media much differently and more than ever are longing for a brighter new year. (Strategic Objective) To cut through the clustered TET communication and get ahead of competitors in this key consumption season, MAGGI needs to, first, redefine a unique Tet proposition that is most meaningful to consumers in the new context, then, execute it in a integrated approach, creating an...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands